February 2025
In the age of social media, a single viral moment can change the trajectory of a business overnight. Some companies plan for years to build brand awareness, while others find themselves suddenly thrust into the spotlight by sheer luck—or the right content at the right time. The power of virality, especially on platforms like TikTok, Instagram, and Twitter, has redefined marketing strategies, proving that one well-placed post, video, or endorsement can lead to a massive surge in sales, brand recognition, and even long-term success.
One of the most famous modern examples of this phenomenon is Ocean Spray. In 2020, a simple TikTok video featuring Nathan Apodaca (also known as @420doggface208) skateboarding down a road, sipping Ocean Spray cranberry juice while vibing to Fleetwood Mac’s “Dreams,” became an internet sensation. The effortless coolness and feel-good nature of the video captured the internet’s attention, amassing millions of views almost instantly. But what happened next was even more fascinating.
Ocean Spray, which had been a household name but not necessarily a trendy brand, saw an unprecedented boost in sales. The video sparked a chain reaction: other influencers, celebrities, and even Ocean Spray’s own CEO recreated the moment. The Fleetwood Mac song reentered the Billboard charts for the first time in decades, and the cranberry juice brand experienced record demand. Realizing the magnitude of the viral moment, Ocean Spray leaned into the trend, gifting Apodaca a brand-new truck filled with their products as a thank-you. This further solidified their image as a company that embraces organic marketing rather than trying to forcefully manufacture viral moments.
Ocean Spray’s success highlights the unpredictable nature of virality. It wasn't an expensive marketing campaign or an elaborate strategy that catapulted them into the limelight—it was an authentic moment that resonated with people. But once the moment happened, the company reacted swiftly and effectively, capitalizing on the opportunity rather than letting it fade.
Another example of a business thriving due to a viral moment is the story of Scrub Daddy, the smiley-faced sponge that became a sensation after its appearance on Shark Tank. While Shark Tank is known for propelling businesses into the mainstream, not every product featured on the show achieves lasting success. Scrub Daddy, however, benefited from the viral nature of social media, with videos demonstrating the sponge’s innovative material and functionality racking up millions of views across multiple platforms. The product's ability to change texture based on water temperature—soft in warm water, firm in cold—made it a favorite among cleaning influencers.
The virality wasn’t just limited to initial excitement. Scrub Daddy’s social media team engaged actively with users, responding to comments with humor and wit, further fueling engagement. Their continued presence on platforms like TikTok has ensured that they remain in the public eye long after their initial viral moment. As a result, Scrub Daddy is now one of the most successful products to come out of Shark Tank, with over $200 million in revenue.
Yet, virality alone is not enough. Many companies experience a fleeting burst of attention, only to fade away once the moment passes. What separates lasting success from a one-hit wonder is how a company manages its newfound visibility. For instance, Popeyes’ viral chicken sandwich moment in 2019 proved that having a great product to back up the hype is crucial. When the fast-food chain launched its chicken sandwich, it quickly became a cultural phenomenon, with social media debates erupting over whether it was superior to Chick-fil-A’s offering.
The buzz led to long lines, stock shortages, and even secondary markets where people resold the sandwiches at marked-up prices. Popeyes, instead of treating it as a temporary fad, doubled down on its marketing efforts, leveraging the momentum to establish the sandwich as a permanent menu staple. The move paid off—Popeyes reported record sales, and the sandwich remains one of their top-selling items years after the initial viral craze.
The key takeaway from these case studies is that virality can be unpredictable, but it is possible to harness and sustain the momentum with the right approach. Companies that succeed in turning a viral moment into long-term success typically do three things well: they acknowledge and engage with the viral trend, they have a solid product that can withstand increased demand, and they continue to innovate and interact with their newfound audience.
In today’s digital landscape, any business—whether a startup, an established brand, or even an individual entrepreneur—can experience a life-changing viral moment. The question is: when it happens, will they be ready to capitalize on it?
